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MediaPost – Preference Center Or Subscription Center

MediaPost – Preference Center Or Subscription Center

Preference Center Or Subscription Center

By: MediaPost

“The aim of marketing is to know and understand the customer so well the product or service fits him and sells itself.” (Peter Drucker).  In today’s marketing world of exploding social media, seemingly infinite consumer choice, transient time- and place-shifting advertising experiences, the value exchange of consumer information and business value is as fluid as it’s ever been.

We tend to use the terms preference center and subscription center synonymously, yet in most cases they offer very different values to the consumer and the business.   The belief is that the consumer understands enough about the brand they are engaging with that they will self-select options of communications, including cadence, type of communication and even communication channel.  The belief is that the consumer will update this information somewhat regularly so it doesn’t get outdated.

I’ve always been a bit of a skeptic when it comes to the value of preference centers, but some of the social media polls and surveys have given me hope that there is a better way of designing these experiences to make them fun, interactive and meaningful without being so obvious.

The problem with the “centers” is not that they don’t work, but they work for such a small population of your customers that engage, the business value is typically negligible.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
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